Morrisons said it is able to target a new upmarket customer with its Fresh Format concept with the opening of a new landmark store.

The grocer said the re-opening of a store in Tunbridge Wells on April 23 signifies the flexibility of its new format to serve different types of customer.

Morrisons was unable to make the former Safeway store work with its proposition six years ago and closed the shop due to poor performance.

But, having failed to sell off the property, the retailer is now re-opening the store under the high-end, fresh-focussed design confident of a strong performance.

The grocer is to expand significantly in the South East where it trails its rivals in store numbers and believes the new format will give it a stronger proposition in the area. 

The grocer has 12 Fresh Format, formerly called Store of the Future, stores and is targeting 36 by the summer.

The store will include a large Fresh to Go lunchtime counter, a deli counter, an in-store florist, an Oven Fresh counter serving hot food and extended wine and fresh produce sections.

A spokesman said: “The format gives us the flexibility to target a new type of customer, it’s an extra tool in our armoury.”

The store’s general manager Stuart Marlow said: “We can’t wait to open the doors and show the people of Royal Tunbridge Wells Morrisons like they have never seen it before.

“This really is one of the best supermarkets in the region and puts the theatre back into grocery shopping.”